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日本体育博彩市场规模、份额、趋势及预测（按平台、博彩类型、体育类型和地区），2025 年至 2033 年

Japan Sports Betting Market Size, Share, Trends and Forecast by Platform, Betting Type, Sports Type, and Region, 2025-2033

出版日期: 2025年05月01日 | 出版商:

IMARC | 英文 119 Pages | 商品交期: 5-7个工作天内

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简介目录

2024 年，日本体育博彩市场规模价值 56.7 亿美元。展望未来， IMARC Group估计到 2033 年市场规模将达到 141.6 亿美元，2025 年至 2033 年的复合年增长率为 6.40%。市场主要受到数位博彩平台的快速采用、与国际体育联赛和锦标赛的参与度增加以及对电子竞技博彩日益增长的兴趣的推动，利用先进的技术、多样化的形式和更年轻的人群统计数据，实现更广泛的可访问性、增强的体验以及符合现代消费者偏好的显着增长。

日本市场受益于强大的监管框架，确保了透明度和消费者信任。与此相符的是，政府批准的赛马、摩托艇和自行车等体育博彩正在提供稳定的法律基础并推动市场发展。此外，包括行动应用程式和即时分析在内的先进技术增强了用户参与度，尤其是精通技术的受众，从而为日本体育博彩市场创造了积极的前景。此外，J联赛和B联赛等职业运动联盟的兴起也引起了人们的进一步关注。根据最近的行业报告，日本拥有 1.044 亿网路用户（普及率为 84.9%）、9,600 万社群媒体用户（占总人口的 78.1%）和 1.889 亿活跃行动连线（占总人口的 153.6%）。这些数据凸显了日本数位化的广泛应用，为扩大线上运动博彩平台奠定了坚实的基础。

除此之外，人们对同註分彩等投注形式的文化接受度不断提高，极大地影响了消费者行为，并扩大了日本体育博彩市场的份额。赛马场和城市投注站等地理位置优越的场所确保投注者可以轻鬆到达，从而推动市场发展。此外，日本对有组织的体育赛事的日益关注以及日益增长的国际体育观众人数正在促进参与的提高。 2024 年 8 月 22 日，日本电通公司与运动创新实验室合作，利用主要运动联盟和博彩平台的先进受众洞察。透过其 Merkury 平台，电通实现了有针对性的、隐私优先的广告，这与日本对体育博彩和全球体育媒体投资日益增长的兴趣相一致。随着对数位基础设施和监管现代化的持续投资，区域市场有望继续成长和多样化。

日本体育博彩市场趋势：

国际运动影响力日益增强

国际体育联盟和锦标赛的影响力日益增强，正在显着重塑市场范围。值得注意的是，由大谷翔平和山本义信主演的美国职棒大联盟 (MLB) 年度冠军系列赛 2024 年世界大赛在日本吸引了 1210 万观众，超过了 NBA 总决赛的 1130 万观众。该系列赛在北美和亚洲的平均观众人数超过 3000 万，凸显了棒球的受欢迎程度以及大谷翔平作为民族英雄的巨大影响力。此外，国际足总世界杯、奥运以及海外着名篮球联赛等赛事进一步激发了日本人对国际运动的兴趣，对多样化投注选择的需求也日益增长。广播和数位平台的进步使得这些活动更容易参与，扩大了投注机会。随着日本消费者越来越多地参与国际体育市场，营运商正在提供多样化的产品，包括全球赛事，使日本成为不断变化的全球体育博彩行业的关键参与者。

人们对电竞博彩的兴趣日益浓厚

受日本强大的游戏文化和全球竞技游戏兴起的推动，电子竞技博彩在日本正在迅速发展。年轻观众对《英雄联盟》和《Valorant》等热门游戏的投注表现出浓厚的兴趣。专门的电子竞技锦标赛、串流媒体平台以及与博彩营运商的合作正在加速日本体育博彩市场的成长。此外，数据驱动的洞察力和互动功能增强了用户体验，而日本强大的数位基础设施和主流对电子竞技的接受度支持了这一趋势。据报道，2024年3月3日，电子竞技将透过Ude-Sports Kyokai的通用设计系统引入120个福利设施。这些措施使用静电开关等自适应设备来实现包容性参与。 2023年，东京将电子竞技设备扩展到10个残障照护机构，以促进线上锦标赛的开展。随着电子竞技的成熟，其对日本体育博彩市场的影响力将显着扩大。

数位博彩平台的采用率不断提高

数位平台的使用日益增多正在成为市场的决定性趋势。随着网路普及率的提高和智慧型手机的广泛使用，消费者正在从传统场所转向行动和线上平台。随着网路普及率的提高和智慧型手机的广泛使用，消费者越来越喜欢行动和线上平台而不是传统平台。即时投注、即时分析和安全支付系统等高级功能吸引了年轻且精通技术的用户，并透过个人化体验增强了信任度和参与度。此外，数位平台的可访问性扩大了市场范围，使更广泛的受众可以选择投注方式。随着技术的不断进步，创新数位解决方案的采用将改变日本体育博彩格局并推动市场大幅扩张。

The Japan sports betting market size was valued at USD 5.67 Billion in 2024. Looking forward, IMARC Group estimates the market to reach USD 14.16 Billion by 2033, exhibiting a CAGR of 6.40% from 2025-2033. The market is primarily driven by the rapid adoption of digital betting platforms, increased engagement with international sports leagues and tournaments, and rising interest in eSports betting, leveraging advanced technologies, diverse formats, and younger demographics, enabling broader accessibility, enhanced experiences, and significant growth aligned with modern consumer preferences.

The market in Japan benefits from a robust regulatory framework ensuring transparency and consumer trust. In line with this, government-sanctioned betting on sports like horse racing, motorboat racing, and bicycle racing is providing a stable legal foundation and impelling the market. Furthermore, advanced technologies, including mobile apps and real-time analytics, enhancing user engagement, particularly among tech-savvy audiences, is creating a positive Japan sports betting market outlook. Moreover, rise in professional sports leagues such as the J.League and B.League drive further interest. According to recent industry reports, Japan consisted of 104.4 million internet users (84.9% penetration), 96 million social media users (78.1% of the population), and 188.9 million active mobile connections (153.6% of the population). These figures underline Japan's widespread digital adoption, creating a solid base for expanding online sports betting platforms.

In addition to this, growing cultural acceptance of betting forms like pari-mutuel wagering significantly influences consumer behavior and expands the Japan sports betting market share. Strategically located venues, such as racetracks and urban betting outlets, ensure easy accessibility for bettors, thereby impelling the market. Furthermore, Japan's increasing focus on organized sports events and growing international sports viewership is fostering increased engagement. On August 22, 2024, Japanese-founded dentsu partnered with Sports Innovation Lab to leverage advanced audience insights from major sports leagues and betting platforms. Through its Merkury platform, dentsu enables targeted, privacy-first advertising, aligning with Japan's rising interest in sports betting and global sports media investments. With ongoing investments in digital infrastructure and regulatory modernization, the regional market is poised for continued growth and diversification.

Japan Sports Betting Market Trends:

Growing Influence of International Sports

The growing influence of international sports leagues and tournaments is significantly reshaping market scope. Notably, the 2024 World Series, the annual championship series of Major League Baseball (MLB) featuring Shohei Ohtani and Yoshinobu Yamamoto, attracted 12.1 Million viewers in Japan, surpassing the NBA Finals' 11.3 Million viewers. The series averaged over 30 Million viewers between North America and Asia, highlighting baseball's popularity and Ohtani's immense influence as a national hero. Furthermore, events such as the FIFA World Cup, the Olympics, and prominent overseas basketball leagues further drive Japanese interest in international sports, creating a growing demand for diverse betting options. Advancements in broadcasting and digital platforms have made these events more accessible, broadening wagering opportunities. As Japanese consumers increasingly engage with international sports markets, operators are diversifying offerings to include global events, positioning Japan as a key player in the changing global sports betting industry.

Rising Interest in eSports Betting

eSports betting is rapidly growing in Japan, fueled by the nation's strong gaming culture and the global rise in competitive gaming. Younger audiences show significant interest in wagering on popular titles like League of Legends and Valorant. Dedicated eSports tournaments, streaming platforms, and collaborations with betting operators are accelerating Japan sports betting market growth. Moreover, data-driven insights and interactive features enhance user experiences, while Japan's robust digital infrastructure and mainstream acceptance of eSports support this trend. On March 3, 2024, eSports was reported to be introduced in 120 welfare facilities through Ude-Sports Kyokai's universal design systems. These initiatives use adaptive devices like static electricity switches for inclusive participation. In 2023, Tokyo extended eSports equipment to 10 disability care facilities, fostering online tournaments. As eSports matures, its influence on Japan's sports betting market will expand significantly.

Increasing Adoption of Digital Betting Platforms

The increasing use of digital platforms is becoming a defining trend in market. With high internet penetration and widespread smartphone usage, consumers are shifting from traditional venues to mobile and online platforms. With rising internet penetration and widespread smartphone adoption, consumers increasingly prefer mobile and online platforms over traditional venues. Advanced features like live betting, real-time analytics, and secure payment systems appeal to younger, tech-savvy users, enhancing trust and engagement through personalized experiences. Additionally, the accessibility of digital platforms widens market reach, making betting options available to a broader audience. As technological advancements continue, the adoption of innovative digital solutions is set to transform Japan's sports betting landscape and drive significant market expansion.

Japan Sports Betting Industry Segmentation:

Analysis by Platform:

Offline
Online

Offline platforms play a critical role in the market, offering a traditional and immersive experience for bettors. Horse racing, cycling, and motorboat racing remain the most prominent sports betting options. Physical venues such as racetracks and licensed betting shops attract a loyal audience that values the social and communal aspects of wagering. These platforms are strictly regulated, ensuring transparency and fair play. Despite the growth of online platforms, offline venues maintain cultural significance, particularly among older demographics. They also serve as a foundation for local economies, generating revenue and creating jobs tied to sports events and gambling operations.

Online platforms have become increasingly important in Japan's sports betting landscape due to the convenience and accessibility they offer. Legalized online betting on select sports, including horse racing, has grown as more users prefer digital options. These platforms cater to younger audiences accustomed to mobile and web-based interfaces, offering live streaming, real-time odds, and instant transactions. Regulatory oversight ensures user safety and prevents illicit activities, fostering trust. As technology advances, the integration of analytics and personalized features enhances user engagement. Online betting platforms are pivotal in expanding the market reach and adapting to modern consumer preferences in Japan.

Analysis by Betting Type:

Fixed Odds Wagering
Exchange Betting
Live/In Play Betting
Pari-Mutuel
eSports Betting
Others

Fixed odds wagering continues to be a cornerstone of Japan's sports betting market, offering reliability and simplicity that resonate with a wide audience. The structured nature of fixed odds appeals to bettors seeking clarity in potential winnings, which is fostering sustained growth in this segment. Horse racing and motorboat racing, key sports in the market, flourish under this format. Government oversight ensures transparency and fairness, building consumer trust and contributing to the stability of this sector. As digital platforms integrate fixed odds betting with modern user interfaces, this traditional format is poised to maintain its relevance and attract new audiences.

Exchange betting is gradually gaining interest as bettors seek innovative and customizable wagering experiences. Its appeal lies in providing competitive odds and greater control, particularly among seasoned bettors who value strategic gameplay. While regulatory limitations currently curb its widespread adoption, the growing demand for unique betting formats indicates strong potential for future growth. Technological advancements and the increasing accessibility of global platforms have heightened awareness and interest in exchange betting. Should regulatory frameworks change to accommodate this format, exchange betting could become a key driver of market diversification and growth in Japan.

Live or in-play betting is emerging as a dynamic addition to Japan's sports betting scene, driven by the integration of real-time analytics and interactive features. Younger, tech-savvy audiences are particularly drawn to this format, which enhances the thrill of sports events through immediate engagement. Horse racing and other fast-paced sports are benefiting from the rise of live betting, creating new opportunities for fan involvement. Digital platforms offering seamless live wagering experiences are contributing to its increasing popularity. With technological advancements and consumer demand for more immersive betting options, live betting is well-positioned to lead future growth in Japan's market.

Analysis by Sports Type:

Football
Basketball
Baseball
Horse racing
Cricket
Hockey
Others

Football, driven by the popularity of the J.League and international competitions, is a growing force in Japan's market. The government-sanctioned "Toto" lottery introduced a legal and structured way for fans to engage with the sport, fostering steady growth. Football's global appeal and the increasing fanbase of domestic leagues create a solid foundation for expansion. Young audiences and international league enthusiasts are particularly drawn to football betting, highlighting its potential to attract diverse demographics. With a modernized regulatory framework, football could solidify its place as a leading driver of growth in Japan's sports betting market.

Basketball, supported by the rapid growth of the B.League and Japan's rising prominence in international competitions, displays immense potential within the sports betting landscape. Its strong appeal among younger audiences and the fast-paced nature of the game makes it ideal for dynamic betting formats like live and in-play wagering. The popularity of basketball continues to rise, bolstered by its engaging matches and the growing accessibility of digital platforms. As the sport's fanbase expands, it offers significant opportunities for market diversification. Basketball is well-positioned to play a prominent role in shaping the future of sports betting in Japan.

Baseball, Japan's most cherished sport, holds immense potential in the sports betting market due to its widespread popularity and deeply rooted cultural significance. While current regulations limit its presence in legal betting, the sport's massive fanbase and consistent viewership offer a promising foundation for future growth. Nippon Professional Baseball (NPB) games attract high levels of engagement, making baseball an ideal candidate for various betting formats, including live and fixed odds wagering. The sport's established infrastructure and passionate following position it as a key opportunity for market expansion, with the potential to drive significant growth in Japan's sports betting industry if regulations change.

Competitive Landscape:

Japan's sports betting market is characterized by a regulated and concentrated competitive landscape dominated by government-sanctioned platforms like the "Toto" lottery and pari-mutuel betting on horse racing, cycling, and motorboat racing. These platforms ensure transparency and compliance with strict regulations, fostering consumer trust. Emerging digital platforms are enhancing competition by offering user-friendly interfaces and real-time analytics, appealing to younger audiences. While international operators face legal barriers, they remain competitors through offshore platforms. The market's potential for growth, driven by increasing digital adoption and a growing interest in diverse betting formats, creates opportunities for both domestic players and future entrants.

The report provides a comprehensive analysis of the competitive landscape in the Japan sports betting market with detailed profiles of all major companies.

Latest News and Developments:

July 26, 2024: SEGA SAMMY HOLDINGS announced its acquisition of Stakelogic B.V., a Netherlands-based iGaming content provider. The move aims to strengthen its presence in sports betting and the U.S. iGaming market while expanding operations in Japan. Stakelogic's innovative gaming technologies are expected to create synergies and accelerate growth in the global gaming sector.
April 4, 2024: Safe Betting Sites Japan purchased japanesebetting.com to broaden its reach into Asia. Known for impartial sportsbook reviews, japanesebetting.com highlights top betting platforms in Japan, offering insights on J1 soccer, baseball, and horse racing. The acquisition enhances Safe Betting Sites' portfolio, integrating expert reviews, betting guides, and promotional offers. This strategic move strengthens partnerships with leading sportsbooks while providing users with tools to maximize their betting experience in Japan's growing market.
November 8, 2023: SEGA SAMMY HOLDINGS announced plans to acquire GAN Limited, a leading U.S. SaaS provider specializing in sports betting and iGaming. This acquisition aligns with SEGA SAMMY's strategy to expand into the growing U.S. online gaming market. The move strengthens Japan's presence in the global gaming industry, capitalizing on rapid market growth.
September 28, 2023: MGM Resorts and ORIX finalized an agreement to develop Japan's first integrated resort in Osaka, marking a milestone for tourism and economic growth. The project includes world-class gaming and entertainment facilities, aligning with MGM's international expansion strategy. This venture also aims to bolster opportunities for sports betting and gaming innovation in Japan.

Key Questions Answered in This Report

1.What is sports betting?
2.How big is the sports betting market in Japan?
3.What is the expected growth rate of the Japan sports betting market during 2025-2033?
4.What are the key factors driving the Japan sports betting market?

1 Preface

2 Scope and Methodology

2.1 Objectives of the Study
2.2 Stakeholders
2.3 Data Sources
- 2.3.1 Primary Sources
- 2.3.2 Secondary Sources
2.4 Market Estimation
- 2.4.1 Bottom-Up Approach
- 2.4.2 Top-Down Approach
2.5 Forecasting Methodology

3 Executive Summary

4 Japan Sports Betting Market - Introduction

4.1 Overview
4.2 Market Dynamics
4.3 Industry Trends
4.4 Competitive Intelligence

5 Japan Sports Betting Market Landscape

5.1 Historical and Current Market Trends (2019-2024)
5.2 Market Forecast (2025-2033)

6 Japan Sports Betting Market - Breakup by Platform

6.1 Offline
- 6.1.1 Overview
- 6.1.2 Historical and Current Market Trends (2019-2024)
- 6.1.3 Market Forecast (2025-2033)
6.2 Online
- 6.2.1 Overview
- 6.2.2 Historical and Current Market Trends (2019-2024)
- 6.2.3 Market Forecast (2025-2033)

7 Japan Sports Betting Market - Breakup by Betting Type

7.1 Fixed Odds Wagering
- 7.1.1 Overview
- 7.1.2 Historical and Current Market Trends (2019-2024)
- 7.1.3 Market Forecast (2025-2033)
7.2 Exchange Betting
- 7.2.1 Overview
- 7.2.2 Historical and Current Market Trends (2019-2024)
- 7.2.3 Market Forecast (2025-2033)
7.3 Live/In Play Betting
- 7.3.1 Overview
- 7.3.2 Historical and Current Market Trends (2019-2024)
- 7.3.3 Market Forecast (2025-2033)
7.4 Pari-Mutuel
- 7.4.1 Overview
- 7.4.2 Historical and Current Market Trends (2019-2024)
- 7.4.3 Market Forecast (2025-2033)
7.5 eSports Betting
- 7.5.1 Overview
- 7.5.2 Historical and Current Market Trends (2019-2024)
- 7.5.3 Market Forecast (2025-2033)
7.6 Others
- 7.6.1 Historical and Current Market Trends (2019-2024)
- 7.6.2 Market Forecast (2025-2033)

8 Japan Sports Betting Market - Breakup by Sports Type

8.1 Football
- 8.1.1 Overview
- 8.1.2 Historical and Current Market Trends (2019-2024)
- 8.1.3 Market Forecast (2025-2033)
8.2 Basketball
- 8.2.1 Overview
- 8.2.2 Historical and Current Market Trends (2019-2024)
- 8.2.3 Market Forecast (2025-2033)
8.3 Baseball
- 8.3.1 Overview
- 8.3.2 Historical and Current Market Trends (2019-2024)
- 8.3.3 Market Forecast (2025-2033)
8.4 Horse Racing
- 8.4.1 Overview
- 8.4.2 Historical and Current Market Trends (2019-2024)
- 8.4.3 Market Forecast (2025-2033)
8.5 Cricket
- 8.5.1 Overview
- 8.5.2 Historical and Current Market Trends (2019-2024)
- 8.5.3 Market Forecast (2025-2033)
8.6 Hockey
- 8.6.1 Overview
- 8.6.2 Historical and Current Market Trends (2019-2024)
- 8.6.3 Market Forecast (2025-2033)
8.7 Others
- 8.7.1 Historical and Current Market Trends (2019-2024)
- 8.7.2 Market Forecast (2025-2033)

9 Japan Sports Betting Market - Competitive Landscape

9.1 Overview
9.2 Market Structure
9.3 Market Player Positioning
9.4 Top Winning Strategies
9.5 Competitive Dashboard
9.6 Company Evaluation Quadrant

10 Profiles of Key Players

10.1 Company A
- 10.1.1 Business Overview
- 10.1.2 Services Offered
- 10.1.3 Business Strategies
- 10.1.4 SWOT Analysis
- 10.1.5 Major News and Events
10.2 Company B
- 10.2.1 Business Overview
- 10.2.2 Services Offered
- 10.2.3 Business Strategies
- 10.2.4 SWOT Analysis
- 10.2.5 Major News and Events
10.3 Company C
- 10.3.1 Business Overview
- 10.3.2 Services Offered
- 10.3.3 Business Strategies
- 10.3.4 SWOT Analysis
- 10.3.5 Major News and Events
10.4 Company D
- 10.4.1 Business Overview
- 10.4.2 Services Offered
- 10.4.3 Business Strategies
- 10.4.4 SWOT Analysis
- 10.4.5 Major News and Events
10.5 Company E
- 10.5.1 Business Overview
- 10.5.2 Services Offered
- 10.5.3 Business Strategies
- 10.5.4 SWOT Analysis
- 10.5.5 Major News and Events

11 Japan Sports Betting Market - Industry Analysis

11.1 Drivers, Restraints and Opportunities
- 11.1.1 Overview
- 11.1.2 Drivers
- 11.1.3 Restraints
- 11.1.4 Opportunities
11.2 Porters Five Forces Analysis
- 11.2.1 Overview
- 11.2.2 Bargaining Power of Buyers
- 11.2.3 Bargaining Power of Suppliers
- 11.2.4 Degree of Competition
- 11.2.5 Threat of New Entrants
- 11.2.6 Threat of Substitutes
11.3 Value Chain Analysis